Getting caught w/air early in a session to set up an image

[Zybomb]

It's called advertising... and it could be more deep than your example (for example calling with a gutshot straight draw and fold if you miss showing your hand and saying you needed the X (or hit and take his money ), to give opponents the idea that you call down with anything, which then sets up slowplay traps.

Overall, if you are going to advertise it should be the OPPOSITE of your style. IF you play a tight solid game, then getting caught in an early bluff can be useful. IF you are loose and aggressive, folding a lot of hands early can be useful as well.

The key is making sure your opponents ar eintelligent enough to pick up on whatever advertising you are doing, to see if it is worth it